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Politics : Politics for Pros- moderated
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From: LindyBill8/11/2009 9:01:38 PM
2 Recommendations   of 793939
 
Add Panasonic to the bottom-of-the-pyramid feeders

By Thomas P.M. Barnett

MARKETPLACE: "Panasonic Reaches Wide--and Low--With Appliances for Emerging Market," by Daisuke Wakabayashi, Wall Street Journal, 9 July 2009. Link

Instead of just chasing the super-expensive plasma TV market in advanced economies, Panasonic dreams of $50 TVs and $200 washing machines for New Core and Gap markets. The Nano from Tata is seen as a KISS inspiration--as in, keep it simple, stupid. How do you sell to households with only $2,000 dollars per year income? Very carefully, very F2F, and with a focus on capturing brand loyalty. Got nothing to do with any long war, or any persistent struggle against violent extremism--at least not in terms of causality. It's all about chasing the growth space when established markets are already saturated and/or shrinking. But the impact? Yes, that will matter plenty, if done right.
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